TRIDENT A LITTLE PIECE OF HAPPY
Little is big.
Trident relaunched on the idea that small things carry more than they look like they do. Eight fifteen-second spots, each one a small moment, framed by a wrapper.
15 SEC TV SPOTS
THE CHALLENGE
Trident was the gum four out of five dentists recommended, which is a reason to buy and not a reason to care. Sugar-free had become table stakes, so the brand's long-standing claim no longer separated it from anything. Relaunching in North America meant finding something to say that wasn't functional, about a product that costs a dollar and lasts ten minutes.
WHERE I CAME IN
Made the format the argument. If the proposition is that small things are worth more than they look, the advertising shouldn't take ninety seconds to say so. We wrote eight fifteens rather than one long spot, each a single small moment of everyday happiness, opening and closing on a Trident wrapper. Three went to broadcast. Short enough to land before anyone decided to ignore it, which is also the argument the campaign was making. Built somewhere for it to live. ALittlePieceOfHappy.com carried interactive content, games, music, coupons and sweepstakes, so the idea had a destination rather than just a tagline.
15 SEC TV SPOTS
WEB FILMS
ROLE
Art Direction, Copywriting
CLIENT: Trident, Cadbury
AGENCY: JWT
SCOPE: TV, digital, print, OOH
IMPACT
Coverage in Adweek, BrandWeek, Corporate Eye and lifestyle press
Repositioned Trident from a functional gum brand to an emotional one
A Little Piece of Happy Website
Trident Wrapper Print Ads
